ASOS Showcases Models' Stretch Marks in Unedited Photos

Body positivity: 1. Retouching: 0.

Shoppers have taken notice of a welcome addition to ASOS' website — and it isn't an item of clothing or an accessory. Instead, consumers are praising the online retailer for showcasing models with stretch marks in several of its swimwear images, rather than retouching or photoshopping out the lines (which are totally normal, by the way!).

Twitter users took notice of the unretouched stretch marks on ASOS' site and were quick to commend the body-positive move. "@ASOS thank you SO much for not getting rid of her stretchmarks, she's stunning & this will help girls embrace theirs, I am!!" one user wrote. Another added: "ASOS not editing out girl's stretch marks on their swimwear photos is giving me so much life, look how beautiful they all are." Others called the move "impressive," "amazing," and "epic."

However, others felt that although not retouching was a step in the right direction, ASOS still had a long way to go to fully promote a message of body positivity and inclusion. "Thouroughly unimpresses [sic] by this thin white model with enough stretch marks to count on one hand," one critic wrote.

ASOS also isn't the first company to jump onboard with ditching Photoshop: Target's most recent swimwear ads are completely unretouched, and Aerie has been at the forefront of the no-editing, body-positivity movement for years. Hopefully, more brands continue to follow suit on this much-welcome wave of change.